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How Google works

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

Google is…

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

© 2014 Zuni | All Rights Reserved | Confidential

Paid Search = PPC = SEM

Organic Search = FREE = SEO

HOW

WORKS

© 2014 Zuni | All Rights Reserved | Confidential

• Search Engine Optimisation

• It’s the process of coding your website in a way that allows Google to find the page and list it in a search result

• Also called “organic” or “natural”

• Can take up to 6 – 9 months for a brand new domain to rank (a big waste for a microsite)

• Once achieved, organic rankings can last for years (not months)

• SEO is not a guarantee since search engines rules change frequently, rankings can fluctuate

What’s involved in SEO?

Typically three key phases to doing good SEO work:

Update content on a website

Ensure that it contains keywords and is ‘marked up’ (ie designated as headings, paragraphs, etc.)1

Improve coding & information architecture

Make the site accessible to search engines (so the text content

can be ‘seen’2Building of links from external websites

Increasing the ‘importance’ of the site by obtaining links (which

Function like votes) from other pages3

1Update Content On A Website

• Keywords and relative content• Images (accurately named)• Unique Content

Google prides itself on delivering accurate,

fresh and relevant content to searchers.

Google notices and indexes brand new or

newly changed text on your web site rapidly

2Improving Coding & Information Architecture

• Keywords• Headings• Paragraph Headings• Tags• Meta Tags• Title Tags

3Building Links

• Trusted reciprocal links• Google+• Google Authorship

• Google+ is a social platform that

allows users to follow and engage

their passions and interests.

• Use post content to the public or to

their circles and can choose to

belong to communities of interest.

• Great searchable content.

• Rapidly on the increase.

• Huge in the US.

Google +

• Search Engine Marking

• It’s the process of buying keywords through Google AdWords and list it in a search result

• Advertisers only pay when a customer “clicks” on the ad

• Complex algorithm – you can’t just buy your way to the top (varies from a few cents per click up to $20ish for words like “medical”)

• Google prioritises great content and great landing pages

SEM- SEARCH ENGINE MARKETING

Keyword List Creation

Develop list of search terms

based on campaign goals.

Don’t overlap with other

campaigns

Targeted Messaging

Write tailored, relevant and

compelling ad copy

Landing Page Optimisation

Identify, create and optimise the

ideal landing page for each ad

1

2

3

Microsoft office suite

office software

Microsoft office word

Microsoft office student

standard edition ms office

PPC- (Pay Per Click): How does it works?

Keyword List Creation

Develop list of search terms

based on campaign goals.

Don’t overlap with other

campaigns

Targeted Messaging

Write tailored, relevant and

compelling ad copy

Landing Page Optimisation

Identify, create and optimise

the ideal landing page for each

ad

1

2

3

Microsoft Office

Low prices on Microsoft Office

Fast Delivery. Buy Now & Save!

www.ht.com.au

PPC- (Pay Per Click): How does it works?

Keyword List Creation

Develop list of search terms based

on campaign goals. Don’t overlap

with other campaigns

Targeted Messaging

Write tailored, relevant and

compelling ad copy

Landing Page Optimisation

Identify, create and optimise the

ideal landing page for each ad

1

2

3

PPC- (Pay Per Click): How does it works?

Sources: https://adwords.google.com.au/select/KeywordToolExternal & https://adwords.google.com/select/TrafficEstimatorSandbox

PAID SEARCH STRUCTURE

(for greatest reach) digital camera – display

ads for this phrase, plurals and related words

(more targeted audience) “digital camera” –

display ads for this phrase plus other words,

e.g. “digital camera Australia” but not plurals or

reverse forms. Doesn’t include any other words

within phrase.

(most targeted audience) [digital camera] –

display ads for this phrase only

(exclude irrelevant search queries) cheap –

doesn’t display ad for search key phrases

which contain this word

Broad Match

Match types examples

Phrase Match

Broad Match

Negative Match

Don’t forget about the long tail!

Longtail Approach

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We read in an F Shape

Autocomplete

Google gives you the answers

• I’m logged in

• Google knows its

me

• My search results

are different to

others

Incognito Mode

Google NOW

Google Play (Distribution Centre & Shop)

Google Wallet

Project Loon

© 2014 Zuni | All Rights Reserved | Confidential

In Summary

• Put the customer at the centre of the journey

• Think of Google as a friend

• Follow @mattcutts

? © 2014 Zuni | All Rights Reserved | Confidential

QuestionsValentina Borbone

Client Relationship Director

E: valentina.borbone@zuni.com.au

P: 02 9516 5480

T: valentina1975

L: au.linkedin.com/in/valentinaborbone/